a single source, nothing corroborates it

Attach a number and a time to the outcome

Before and after could mean tomorrow or a decade, and a benefit written as a description of the product cannot be checked by anyone. Give each promise a figure and a moment at which it lands, so the reader can picture the result arriving and the wait ahead of it feels shorter than it is.

The method

1. 01

   State the five benefits as measurable outcomes with a number and a timeframe attached, not as descriptions of the product.

2. 02

   Swap vague sequencing words such as before and after for an exact time of day, so the buyer knows when the result lands and the wait feels shorter.

What it returned

• 50%

  For an email marketing course, Welsh's sample benefits are doubling open rates within a month and pulling 50% more revenue out of a list.

• Bourgoin's contrast: before and after could mean a day or twenty years, whereas naming this morning or late afternoon fixes the moment the outcome arrives.

Sources

• Can you spot the real one? - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Brainy Breakdown · undated
• The 5-4-3-2-1 formula that boosted sales by 27%Justin Welsh · justinwelsh.me · 5 Key Benefits · 2024-07-06